SIREN: Unified Multi-Granularity Semantic Interaction for Multi-Modal Lifelong User Interest Modeling

Yaqian Zhang; Ruyi Yu; Tianyi Li; Bohan Liu; Maoquan Ye; Ke Wang; Shifeng Wen; Junwei Pan; Lijie Wang; Qi Zhou; Yeshou Cai; Chengguo Yin; Lifeng Wang; Hui Li; Lei Xiao; Haijie Gu

arXiv · 2605.25726

SIREN: Unified Multi-Granularity Semantic Interaction for Multi-Modal Lifelong User Interest Modeling

Yaqian Zhang·Ruyi Yu·Tianyi Li·Bohan Liu·Maoquan Ye·Ke Wang·Shifeng Wen·Junwei Pan·Lijie Wang·Qi Zhou·Yeshou Cai·Chengguo Yin·Lifeng Wang·Hui Li·Lei Xiao·Haijie Gu

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Abstract

Industrial recommender systems increasingly leverage lifelong user behavior histories and rich multi-modal content to capture evolving user preferences. However, effectively integrating multi-modal features into lifelong interest modeling remains challenging due to the inherent misalignment between multi-modal and collaborative spaces. Existing paradigms typically rely on separate modeling of multi-modal sequence and behavior sequence, and late fusion to alleviate the modality gap, which results in coarse-grained multi-modal representation and limited integration. In this paper, we propose SIREN, a unified multi-granularity semantic interaction framework for multi-modal lifelong user interest modeling. In the General Search Unit stage, we introduce two alternative retrieval strategies: multi-modal similarity-based soft retrieval for retrieval effectiveness, and Semantic ID (SemID)-based hard retrieval for efficient industrial serving. For the Exact Search Unit stage, we explicitly incorporate target-aware relevance via coarse similarity buckets and fine-grained prefix-encoded SemIDs, enabling unified interaction with collaborative ID features within the target-conditioned transformer architecture. Extensive experiments on the offline dataset demonstrate that SIREN achieves a state-of-the-art GAUC. Online A/B tests further demonstrate consistent GMV gains across multiple production scenarios, including +2.28% in Weixin Moments, +3.87% in Weixin Official Accounts, and +1.61% in Weixin Channels. From July 2025, SIREN has been fully launched for full-traffic serving in Tencent's advertising platform.

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Yaqian Zhang, Ruyi Yu, Tianyi Li, Bohan Liu, Maoquan Ye, Ke Wang, Shifeng Wen, Junwei Pan, Lijie Wang, Qi Zhou, Yeshou Cai, Chengguo Yin, Lifeng Wang, Hui Li, Lei Xiao, Haijie Gu. 2026-05-25. SIREN: Unified Multi-Granularity Semantic Interaction for Multi-Modal Lifelong User Interest Modeling. https://arxiv.org/abs/2605.25726

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